Innovation in Games, Game Network and Social Gaming – Will gaming revolutionise the bottom line of the entertainment industry? 2nd DIGITAL ENTERTAINMENT CONFERENCE Mumbai 11 th November 2008

Top Ten Global Gaming Trends From the New York Games Conference 1.Boost your recession immunity: play a game 2.Casual Games: Call it whatever you like, but it’s a $2B+ business 3.The Music Industry may be Dying, but not the Music Genre 4.Girls, Girls, Girls 5.MMOs, Money, and Microtransactions

Top Ten Global Gaming Trends 6.Welcome a new buzzword: Freemium! 7.Social Gaming: Going Beyond The Basic’s 8.Everything is a game 9.The future of the console? 10. Steve Does It Again “The gaming industry is the most robust it has ever been, but competition to capture the hearts and time of consumers will become increasingly more difficult. This era’s version of the Depression styled musical extravaganzas of Judy Garland and Mickey Rooney may just be videogames”

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EA Corporate Profile Leading publisher across platforms – PC, console, mobile, online #1 Market Share in North America, Europe, India FY’09 Fcst Revenue ~US$5B; $1.8B Cash on Hand 9,000 Employees Worldwide; 4900 in Studios Strong Partnerships: Time Warner, New Line, MTV, Sony, Microsoft, Nintendo, NBA, others Exclusive Partnerships: FIFA, NFL, ESPN Distribution > 75 Countries

Indian Gaming Market Pre 2006 – Nascent Market –Primarily PC –No global publisher’s direct involvement – Gaming Ecosystem Starts Up –Booming economy –EA, MS and Sony sets up office –Launch of consoles – X360, PS3, PSP, Wii –Lower pricing on PC and PS2 games –Market development activity - distribution, merchandising, marketing and PR –Modern retail expansion –Online gaming – Level Up, Sify, Games2Win, Zapak, Kreeda

Indian Gaming Market PC & Console Market will grow rapidly 4-6x driven by –Rising urban disposable income => spending on consumer electronic and entertainment devices –Indian hunger for entertainment - $5Bn (Rs 20k Crs) M&E market. = $250MM (Rs 1,000 Crs) –Increase in hardware base –currently 10 million home PC’s and 500,000 consoles, growing at 30-35% p.a => base will double every 3 years –Falling Prices of hardware and software & market segmentation – entry, handheld, next gen, Nintendo Wii –Increase in game software sales – non gamers => casual gamer => social gamer => hardcore gamer –Expansion of Modern Retail down the pop strata Red Flag –Custom duties (>30%) and taxes need to come down

Indian Gaming Market Online market will take 2-3 years longer to mature BUT will be a larger market eventually. Key drivers : Access –Rising high speed broadband penetration >10MM –Falling costs of bandwidth < Rs 500 p.m. –Internet Game Room upgrades “cool hangouts” –Global publishers, local server’s –Government push to e-commerce Content –Locally (not “Local”) relevant content –Global and Indian developers and publishers –Active gaming communities Red Flag –Broadband market needs to be deregulated (similar to NTP 2001)

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